Facebook joins Ten's cross-platform play

Social media giant Facebook has joined Network Ten's cross-platform play Connect, despite denying any strategic tie-up earlier in the year.

A spokesperson for Network Ten confirmed Facebook has joined its Connect proposition on a “campaign-by -campaign, client-by-client basis”.

Ten established Ten Connect mid last year as a cross-platform sales initiative. The move was a bid to emulate the other broadcaster's cross-platform plays, Nine's Powered and Seven's SMG Red.

For some time, the market has been wondering how Ten will improve its struggling digital sales capabilities in comparison to Seven and Nine, which are linked with Yahoo!7 and Ninemsn respectively.

A tie-up between Ten and Facebook was flagged earlier in the year, however at the time Facebook denied any such relationship. In April Facebook said in a statement: “We are not aware of special commercial arrangements negotiated with Ten.”

However, Ten has now officially confirmed a “campaign-by-campaign” relationship exists between Facebook and Ten's Connect.

The cross-platform proposition also includes DMG Radio, and previously included outdoor operator Eye.

Ten said if Eye's sale to Ooh!Media proceeds, then the relationship will include Ooh!Media.

A report in The Australian today suggested not only a tie-up between Connect and Facebook, but also between Connect and Foxtel and an "invitation only" relationship with News Limited.

However, a Ten spokesperson denied any involvement with Foxtel, while declining to comment on News Limited.

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